Budweiser Super Bowl ad most effective, consumer study finds

By Alaric DeArment

MOUNTAIN VIEW, Calif. — Budweiser's "Clydesdale" ad during the Super Bowl was the most effective aired during the football game, according to a new study.

Ace Metrix, a television and video analytics company, said a study of 500 consumers who watched and scored each of the ads aired during the Super Bowl according to a variety of standardized metrics found that the the "Clydesdale" ad, the American Dairy Association's "Morning Run" ad starring Dwayne "The Rock" Johnson and Coca-Cola's "Security Camera" ad were the most effective, followed by ads from Doritos, Mercedes-Benz, Jeep, SodaStream International, Skechers, Hyundai and Best Buy.

Meanwhile, Budweiser's ads for Bud Light and its new Budweiser Black Crown product, as well as ads by Calvin Klein, GoDaddy.com, Mio, Lincoln Motors, Axe, Samsung and Wonderful Pistachios got the lowest scores.

Respondents in the study were randomly selected and asked to score ads based on attributes such as persuasion, relevance, information, attention, change, desire and watchability.